It’s a lot easier to sell to people who know you. Over the years, Facebook has been a conduit for businesses and their customers to connect. However, as important as it is in the digital marketing process, connecting doesn’t always equate to more sales.
A business must make its “connecting” count.
There’s a solution that seems to elude a lot of vendors in the social media space. They sell you on the buzzwords but then deliver stingy results.
Real results take a proven formula with the right KPIs (key performance indicators) to guide you along the path.
The Facebook “Secret Formula” I use to get more customers has three separate and distinct steps.
- Attract
- Engage
- Convert
Each of these three steps contains specific tactics that guide in-market buyers through your sales funnel.
Before we get into the formula, it’s important to mention that no matter what your business goals may be, it’s crucial to start with a solid Facebook marketing strategy (ie: what do we want achieve and how will we get there?).
Facebook has become a sprawling urban jungle and it’s easy to get lost in the brush without a plan.
ProTip: It’s easy to waste time on Facebook so even if you’re not selling directly to consumers, this formula works for many other business goals such as:
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- Building your email list
- Get signups for your Webinar or event.
- Get more eyeballs on your blog.
- Promote a book or podcast.
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The secret formula to use Facebook to get more customers.
Attract.
Attracting buyers in this highly competitive online landscape requires a deep understanding of your target market.
To attract your ideal customers, you must know who they are first! Identify who your target customers are, what they care about, and what influences their purchase decision. You’ll start with your market area as a base point and then determine the attributes of your ideal customer – income range, credit worthiness, products they purchase, etc.
Once you determine the audience you want to reach, you can then begin to design content for Facebook posts and ads.
It’s widely known that consumers purchase from businesses they know, like and trust. Facebook marketing allows you to consistently add value to your target customers’ lives through relevant information, expert tips and insights, entertaining, creative content, and specials offers and discounts.
Engage.
Engagement drives everything on the social media and here’s where many businesses fall flat. They struggle with knowing what to do with their fans once they become connected.
FACT: You really do need to be social on social media. To be social, you need a human.
The first step is to choose someone who can easily speak for you online, manage your ads and your content, answer Facebook Messenger inquires, etc.
To engage successfully, create a “content strategy” that showcases your store and your personality. Post content and regularly review your results – then continue to post the types of content your target customers need and want.
Use a content calendar and a tool called PostPlanner to help streamline your process.
Don’t worry about being all things to all people. Focus on genuinely engaging customers and inspiring them to take action.
Convert.
The unique value of social media is its strength to attract and engage those customers who will most-likely buy from you.
Selling to people who actually want to hear from you is far more effective than interrupting strangers who don’t.
Your targeted content informs, educates and entertains. The next step in the Secret Formula is to deliver just the right offer (and value) that helps your customers finalize their purchase decision.
Once you’ve decided on the offers you want extend, use Facebook ads to promote them. Facebook ads have become the single most important way to be seen on social media.
ProTip: Ad targeting is a highly-prized skill. If you advertise to people who don’t know you, there’s a wall that needs to be scaled and without a large budget, that’s a tall order. Use Facebook ad targeting to bring in-market buyers closer to you so that their decision is easier.
Bonus Secret: Retain.
Social media is your secret weapon in customer service.
Currently, 92.5% of brands fail to meet customer expectations on social media and these failures can have big implications.
Quality customer service – regardless of channel – relies on a meaningful, efficient, solution-focused exchange between a business and its customers. The growing preference for social media as a preferred communication channel requires a “re-thinking” of your customer service strategy.
Stakes are high, and sloppy customer care is not a risk that any modern business can afford to take.
Wrapping it all up
Facebook is where your customers spend their time. Take advantage of my “Secret Formula” to explore the opportunities for your organization.
If you have questions that aren’t getting answered or answers that still don’t make a lot of sense, get in touch with me >>here<<. I’m here to help you grow your business with social media.